My latest piece over at Duct Tape Marketing covers some 5 basic ideas or themes that you can base an advertising campaign around.  These are basic concepts that any business can adopt for use in their campaign.  These broad concepts can serve as a springboard to planning out an effective campaign as you shape them to fit your needs.  

 For example, one of the ideas is to base a campaign around your knowledge of your chosen field.  A company can reach out to its customers by showing off its business accumen by giving out information about the company’s area of specialization that a layman may not have.  This is a great way to impress new customers without actually giving them a free service or product.

Regardless of which idea you choose, the key is to think about ways that you can design a campaign to reach your target audience.  The more thought you put in beforehand, the more likely you are to succeed,